Is it worth optimising my site now if Google will just change its criteria?
SEO is all about staying on top of the game. It’s not going to be easy and it’s not going to stay the same. Google are constantly updating their systems and even between the big headline updates, there are 100s more changes happening. A lot of SEO will stay the consistent though. Areas like great content and quality links will be around for the foreseeable future because they make sense to be used as a signal. Concentrate on getting your site optimised for Google with good on-page SEO first if you’re short of time.